Did you know that members of Generation Z (Gen Z) are no longer exclusively students?

Generation Z (Gen Z), individuals born starting in 1997, are no longer exclusively students in college, high school and elementary school. The oldest members of Gen Z, including those who are graduating from universities as part of the class of 2022, are now being actively recruited by employers, working full-time, earning salaries, renting apartments, purchasing cars, and determining which brands and companies they will support as customers now and in the future.  

With that, Mark Beal SC&I'89, assistant professor of professional practice, communication, has authored and published his third book focused on Gen Z, "Gen Z Graduates To Adulthood," now available on Amazon. Previously, Beal authored "Decoding Gen Z"  in 2018 and co-authored "Engaging Gen Z" in 2020 with Harvard University student Michael Pankowski.

“If you are a brand marketer, this book will provide insights directly from the minds and mouths of Gen Z that will inspire effective marketing and engagement through 2030. If you are an employer or work in human resources, this book will deliver the insights you need to successfully recruit and retain Gen Z employees,” said Beal. “If you are a member of any organization where Gen Z is critical to your future success such as a university alumni association or a non-profit charity attempting to engage the next generation of volunteers and donors, 'Gen Z Graduates To Adulthood' is the essential guide to understanding and effectively engaging the next most important consumer segment, Generation Z.”

Learn more about the Communication Department at the Rutgers School of Communication and Information on the website.